EFFECT OF FLASH SALE METHOD, PRODUCT KNOWLEDGE AND IN HOME SHOPPING TENDENCY TOWARD CONSUMER ONLINE PURCHASE DECISIONS

Abstract

This research aims to determine the influence of variable flash sale, product knowledge and in home shopping tendency to purchase decision. Samples were taken with purposive random sampling method who came from online store consumers in Indonesia. Analysis done by Moderated Regression Analysis (MRA) is to know the effect of flash sale (independent variables) on purchasing decisions (dependent variables) with product knowledge and in home shopping tendency as moderation variables. The results showed that there were positive influence and significant flash sale on purchasing decision, as well as the positive and significant moderation effect of product knowledge and in home shopping tendency towards flash sale relationship and purchase decision.

Keywords

• flash sale
• purchase decision
• product knowledge
• in home shopping tendency
• online store